Hearts and stomachs: New animal welfare label to win over the Danes

Consumers can gain better insight into the meat products they purchase

One. two. three hearts for the pigs (photo: Environment and Food Ministry)

October 14th, 2016 3:15 pm| by Christian W

The government has unveiled a new label that it hopes will ultimately improve animal welfare in Denmark as consumers are afforded more transparency when shopping for meat.

The new label, ‘Bedre Dyrevelfærd’ (‘Better Animal Welfare’), has three hearts that are filled out in relation to how much animal welfare the farm animal enjoyed before being slaughtered. If all three hearts are filled, this indicates the animal received the best welfare possible.

“I hope that Danes will welcome the new animal-welfare label. The label will give consumers more choice and enable them to support animal welfare that suits their preference and their purse,” said the environment and food minister, Esben Lunde Larsen.

“No matter whether consumers choose pork with one, two or three hearts, they will be able to see how much animal welfare they buy with their money.”